# Competitive Eating Stunts Eating Legend Takeru Kobayashi Drinks 42 Cups of Coffee Non-Stop By Sarah Nazim | Published 2012-05-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/competitive-eating-stunts-eating-legend-takeru-kobayashi-drinks-42-cups-of References: [huffingtonpost](http://www.huffingtonpost.com/2012/05/09/kobayashi-coffee_n_1500682.html?ref=food) Takeru Kobayashi is a well-known competitive food-eating champion who has accomplished stunts such as eating 337 wings and a ton of hot dogs in just 10 minutes. In his latest stunt, he partnered with ‘Eight O’Clock Coffee’ and the humorist known as Jim Breuer. In the skit-like video, Jim Breuer takes Kobayashi to a coffee tasting, but instead the eating champion ends up downing the 42 cups of coffee in a matter of a few minutes. It is amazing to watch people that can consume large amounts of food or drinks at one time, and not seem to be affected by it. Kobayashi must have gotten a [caffeine surge](https://www.trendhunter.com/trends/stok-cold-brew-energy) after all that. This stunt is more than just a way to show off Kobayashi’s abilities, but rather to promote the ‘Eight O’Clock Coffee’ brand. The company is using a [viral video](https://www.trendhunter.com/trends/coffee-break) that is bound to catch lots of attention. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 23% | Activity: 62% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Competitive Eating:** Exploring the growing trend of competitive eating and the opportunities it presents for food brands and event organizers. - **Viral Marketing:** Utilizing viral videos as a powerful tool to promote brands and generate widespread awareness. - **Extreme Food Consumption:** Examining the fascination with extreme food consumption and the potential for innovative dining experiences. ### Sectors Adopting This - **Food and Beverage:** Opportunities for food and beverage companies to sponsor competitive eating events and create strategic partnerships with eating champions. - **Marketing and Advertising:** Creating viral marketing campaigns by leveraging popular personalities and engaging content to drive brand awareness and consumer engagement. - **Hospitality and Entertainment:** Exploring the potential for creating unique dining experiences and entertainment events centered around extreme food consumption and eating challenges. ## Related on Trend Hunter - [Super-Energizing Canned Coffees](https://www.trendhunter.com/trends/super-coffee-xxtra.md) - [Large-Scale Barista Competitions](https://www.trendhunter.com/trends/global-barista-champion.md) - [Triple-Caffeine Coffees](https://www.trendhunter.com/trends/cub-cadet.md) - [Iced Coffee Challenges](https://www.trendhunter.com/trends/iced-coffee-dare.md) - [QSR Eating Contest Promotions](https://www.trendhunter.com/trends/one-pounder-challenge-2025.md) - [Athlete-Targeted Canned Coffees](https://www.trendhunter.com/trends/throne-sport-coffee.md) - [Coffee-Themed April Fool's News](https://www.trendhunter.com/trends/eight-oclock-coffee.md) - [Fitness-Focused Coffee Shops](https://www.trendhunter.com/trends/fit-cafe.md) - [$1,000 Coffee Cups](https://www.trendhunter.com/trends/expensive-coffee.md)